MAKITA RENEWS AS OFFICIAL POWER TOOL OF MAJOR LEAGUE SOCCER AND THE MEXICAN NATIONAL TEAM

Soccer sponsorships are key part of marketing strategy as sport draws bigger audience and fills stadiums across US

FEBRUARY 17, 2011 – La Mirada, CA – Makita, a worldwide manufacturer of technologically advanced power tools that are more compact with less weight yet deliver industrial strength power and results, has returned as the Official Power Tool Sponsor of Major League Soccer, and the Official Power Tool of the Mexican National Soccer Team (FMF).

Makita has secured the Official Power Tool Sponsorship for 2011-2013, with an option for 2014, the year for the next World Cup.

“As an active sponsor and supporter of Major League Soccer and the Mexican National Team in the U.S., Makita has watched this exciting sport attract an increasing number of fans and fill stadiums,” said Raquel Navarrete, marketing specialist, emerging markets at Makita. “This is an important part of our strategy to reach a broader audience, including the Hispanic contractor.”

Makita and the Mexican National Soccer Team kicked off the 2011 season last week with 2-0 victory in an international friendly against Bosnia-Herzegovina in front of 50,507 in Atlanta’s Georgia Dome.

Soccer has experienced steady grown in the US, with 90 million soccer fans and nearly 20 million soccer participants across the country. Major League Soccer will open its 15th season next month with more top players and new expansion teams in Portland and Vancouver. The Mexican National Team is coming off a year that saw them battle through the 204-team qualifying process and qualify for the 2010 World Cup, the fifth straight for Mexico. The team will play 16 matches in the U.S. in 2011.

Makita’s active sponsorship of the Mexican National Team and Major League Soccer is key part of the company’s effort to integrate the Makita brand into the life and passions of the Hispanic contractor. Recently, the company launched a “Build your Dreams” campaign that focuses on the benefits realized by Hispanic contractors who use Makita power tools. On game days Makita can frequently be found at the stadium, often with Experience More, a 53-foot interactive tool display on wheels, to meet the fans and share the very latest best-in-class power tool solutions. In 2011, Makita is also launching a new initiative where the company partners with local dealers to sponsor recreational soccer teams in the community.

“The Hispanic contractor is a vital part of the U.S. construction industry, and our participation in soccer and our ‘Build Your Dreams’ campaign allows us to make a connection,” said Navarrete. “We’ve met thousands of passionate soccer fans at stadiums and jobsites across the U.S., and we share their excitement as the 2011 season gets underway.”

About Makita

Makita is a worldwide manufacturer of industrial quality power tools and offers a wide range of industrial accessories. Makita utilizes leading-edge technology and innovation to engineer tools that are more compact with less weight yet deliver industrial strength power and results. Makita’s extensive line of cordless lithium-ion tools includes 18V LXT® Lithium-Ion, 18V Compact Lithium-Ion®, and 12V max Lithium-Ion®. Other best-in-class products include rotary and demolition hammers and saws equipped with Anti-Vibration Technology™ (AVT™), 4-Cycle outdoor power equipment, Super Joint System (SJS) grinders, miter saws engineered with Deep and Exact Cutting Technology (DXT), and more. Makita U.S.A., Inc. is located in La Mirada, California, and operates an extensive distribution network located throughout the U.S. For more information, please call 800/4-MAKITA (800/462-5482) or visit the website at makitatools.com. Follow Makita at facebook.com/makitatoolspage, twitter.com/makitatools, and youtube.com/makitapowertools. The Makita Teal color is the trade dress of Makita Corporation and is protected under common law and registered with the U.S. Patent and Trademark Office. Makita is Best in Class Engineering.

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